The Surprising Truth About Email Marketing in 2018

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Hey, everyone, it’s Neil Patel, and I’m here for another Q and A Thursday, I’m here with Adam from https://viewership.com/

0:15 This one’s from Radoslav, and he wanted to basically, ask you does email marketing still work? He finds that it is hard with Google filters to make it to the inbox and people are just not even really checking their emails, so he’s not even convinced that he should use email marketing with his agency.

0:30 First off, anytime a business operates, they need email. Yes, there’s Slack, there’s Skype, there are many other communication channels, but businesses still revolve around email, and if businesses still use it, you can bet that if you get an email in their inbox and they read it, you can generate sales.

1:00 For that reason, emails aren’t going away. Gmail ads are growing in revenue, more and more people every single quarter are leveraging Gmail ads just because they know emails are powerful. So the first part of your question is, are emails valuable, yes. I know that’s not directly what you answered, but the second part, which I’ll get to is, do they still work, yes, because people still read emails.

1:50 GDPR has come out, and with GDPR, and I love it you have to put a little tick box saying, yes I authorize you to send me weekly emails. So that way they know what they’re getting into and you’ll find that that increases your open rates because the people who click that tick box want your emails.

2:15 The second thing that most people don’t tell you with email marketing is, you need to scrub your list. If you have 100,000 email list, and that’s usually the threshold, once you hit 100,000 you’re going to notice that your email open rates just start tanking and it’s because people don’t clean their lists often enough, I clean my list monthly. And some email providers do this like ConvertKit does this I don’t think MailChimp does this, but I think MailChimp wants you to keep paying out money for the inactive emails.

2:45 The whole purpose of cleaning the emails are for the people who aren’t opening your emails and engaging, you just stop sending them emails. And by doing that yes your email list shrinks, but what you’ll find is, the people you send the emails to the engagement goes up, and Gmail and Outlook look at engagement more than anyone else and it’s a really high priority, for if they’re going to put the email in the inbox and if you’re only sending emails to majority of the people open it and you start having 20-30% open rates, you’ll notice that your emails go into the inbox versus the Promotion tabs.

4:00 Don’t use email templates, use text-based emails and add in links. You also don’t wanna add more than three links to your site; I try only to do one. If you add in too many, you’re going to notice that you also won’t see amazing deliverability.

4:15 Make sure you whitelist your emails. So go to AOL, they whitelist, you can use services like Return Path. Outlook and Gmail don’t do whitelist services. But if you follow these tips, you’ll be good to go. And you’ll get in the inbox.

4:30 Make sure you test creative subject lines like ones that your friends would send, lower case, things like hey did you see this, right? Of course, it needs to be relevant to your business or the offer you’re producing, if you dupe people they’re going to get upset, I’m giving you an extreme case so you can try to have the creative juices start flowing and come up with really good ideas. But it’s not that hard to get in the inbox.

5:50 Scrub your list, don’t put too many links, don’t add images and videos, and only send to people who want them.

6:00 If you like the content we’re giving, leave a comment, ask a question, we may answer it in next week’s Q and A Thursday video, or I’ll respond to your comment no matter what. Thank you for watching, let other people know about the video. Appreciate you watching and taking the time out of your day.

36 COMMENTS

Cheers for this, I've been looking for "components of email" for a while now, and I think this has helped. Have you heard people talk about – Jenevi Digital Duppy – (search on google ) ? Ive heard some decent things about it and my m8 got great success with it.

That is true Neil. People can go away from their social networks, delete, leave, etc. but deleting emails or going away from them is an uncommon thing in the world. So yes, emails will be there till the end, and yes it makes a lot of sense actually to analyze the type of targeted customers and when they open emails and what are their habits when it comes to opening and reading emails. Love your videos as always.

I'm sitting here putting together an email to encourage my list to purchase my upcoming Mastermind when your video happened to be next on the playlist. I suddnely found myself deleting all of the images from this email and made it super super simple. Thx for the great tips guys.

Hi guysAnyone can help me a Digital Marketing Beginner with what would be the best email marketing tool/company. My research showed Active Campaign is quite impressive. Neil what would you recommend for a beginner?

Cheers – great tutorial on email marketing.Do you have advise or a video on managing the email list:> importing/exporting contacts from a spreadsheet > coordinating personal/business/marketing contacts ?

Hello Neil great video! I have just over 600 emails at the moment and I am wondering how I can send bulk emails with no limitations? like 10,000 at one time do I use the convertkit or mailchimp you were talking about ? please help

Fantastic video Neil! About your "no videos or images" comment. I create unboxing videos to show Moms how to get free baby stuff. I feel it's important my readers can "see" the freebies. So I embed the video thumbnail and/or photos in the message. You said to not put photos or videos in emails, so how do you recommend I promote my unboxing videos to my email subscribers?